Wrigley's Orbit gum and Onmicom Group's Energy BBDO are positioning the brand as a way to "break up with lingering food" in a new TV campaign. The TV ad features comedian Sarah Silverman, who is pitching a TV show while her morning coffee tries to continue their relationship. "We're now connecting the functional benefit of chewing Orbit gum for a clean mouth feeling after eating and drinking with the emotional benefit of having the confidence to do your best," said Anne Marie Splitstone, Wrigley's senior gum category director.

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